Club Monaco Journal
Taking inspiration from the paper-route, the aim of the Club Monaco Journal is to deliver inspiration and news behind the brand, and take it to the streets of Hong Kong. Filled with content and imagery tailored for the local market, the printed broadsheet paper contains articles, features and profiles of tastemakers and collaborators, and was distributed through an army of gentlemen (and women) on Gazelle bicycles. The journal was also distributed around the neighborhood and select store locations.
The paper route is the inspiration for the first issue — centered around the theme of transport and news, and a journey and discovery into the world of Club Monaco, it's unique culture, lifestyle and brand. white-space was responsible for the art direction, production and content development, working closely with the headquarters in New York to capture and deliver the brand message for the Hong Kong market.